Outdoor Treatment

Brand building takes a destructive turn in some new outdoor ads by Copacino.

Asked to design a campaign for Northwest Hospital’s expanded emergency department, the Seattle agency went out and destroyed a billboard. Literally.

The result was a board with a gaping tear in the middle of it. An oversized bandage spans the gash, and copy at the bottom reads, “Northwest Hospital: The newly expanded emergency department.”

Another ad features a leg in a cast, which is signed with the words, “The newly expanded emergency department.”